Basic Capital

We crafted a brand for Basic Capital that turns complicated finance into something you can see, feel, and trust — where building wealth feels less like a privilege and more like a right. It's about democratizing access to financial growth, one smart investment at a time.

If the brand was a person, Basic Capital would sound confident, forward-thinking, and articulate. They know how to listen, and they're easy to talk to, but what we say sounds smart and innovative, always.

Think of the cursor as your first move — that blinking line that says "start here." It's like a friendly reminder that you don't need a big pile of cash to kick off your retirement savings. Just like how you click to start typing, it's that simple first click that gets your future money growing. It's our way of saying "hey, anyone can jump in right now."

We're playing with building blocks here — literally. Those square blocks you see aren't just for show — they're like the Legos of wealth-building, representing stability and smart planning. Each block is a piece of the wealth-building puzzle, carefully designed to weather whatever the market throws at it.

Our building blocks aren't just design elements — they're visual metaphors for growth. Each square represents a stepping stone toward wealth, arranged in an upward trajectory that mirrors our users' financial journey.

Here's what we came up with: a set of eye-catching illustrations that brings together movers and shakers from history. We're using these faces to tell Basic Capital's story, showing how we fit into the bigger picture of finance and where we're headed.

We have provided 101 slides with various configurations: text, numbers, graphics, and photos. For data visualization, we have included several types of charts and color schemes.

Our editorial system turns financial documents into something people actually want to read. Strong headlines, clear hierarchy, and generous white space work together to make every piece feel both professional and approachable.

We've considered how the product will live in real life, which resulted in a series of mockups with merchandise and printed materials.

We refer to this aspect of the brand's appearance as 'Out of Orbit.' It is employed when Basic Capital is at its boldest and most expressive, whether for  out-of-home advertising, social media, or other consumer-facing marketing materials.

While the full product is still in the kitchen, we've rolled out a sneak-peek website that shows off our new brand identity. It's like the trailer before the big movie — giving everyone a taste of what's coming.